In a corporate blog, the trade-off between first-person singular and plural can be tricky. Plural can be pretentious, even preposterous if the writer claims to be speaking for hundreds or thousands of colleagues.

All of the 15,000 contractors working for Notional Technologies wish you a very warm and happy summer!

But singular is pretentious, too; even if you’re the CEO (or her ghost writer), it’s not all about you.

As president of Notional Air, I want to make our new night service to Poughkeepsie the most comfortable flight in the world, with cheerful crew and sparkling cabins.